|
|
|
Status: New Zealand 2008
The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics.
If you would like to see the complete breakdown of data, please click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.
|
|
|
| Key points |
|
|
• Number of participating organisations in New Zealand survey: 11
• Total number of students at the organisations in 2008: 8,409
• Total number of student weeks in 2008, estimated: 92,499
• Overall average length of stay in weeks: 11
• Average cost of a one-month course, excluding
accommodation: NZ$1,342 (US$895)
• Average cost of residential accommodation per week:
NZ$178 (US$119)
• Average cost of host family accommodation per week:
NZ$209 (US$139)
• Average commission paid on a language course: 21
• None of the institutions profiled paid commission on
accommodation
|
| Means of recruiting students in New Zealand 2008 |
|
Intensity of study (hours studied per week) |
|
|
|
|
Agents 80%
Local bookings 5%
Internet 4%
Other means 11%
|
|
From 19.5 to 25 hours per week
Average = 22 hours
|
Total marketing spend by sector in %
|
|
Marketing budget by region (overall %)
|
|
|
|
|
Agency costs 40%
Travel costs 44%
Publicity costs 16%
|
|
Asia 62%
Latin America 11%
W Europe 9%
Middle East 8%
C&E Europe 6%
Australasia 4%
|
| Top student nationalities in New Zealand by student weeks, 2008 |
|
|
|
|
1. Korean 27%
2. Japanese 17%
3. Chinese 9%
4. Swiss 6%
4. Brazilian 6%
|
|
6. Taiwanese 5%
7. Thai 4%
8. Other Australasian 3%
8. New Zealand 3%
8. Other Asia 2.5%
|
| Student numbers by age range |
|
|
|
|
8-11 1%
12-15 8%
16-18 11%
19-24 40%
|
|
25-30 25%
30-50 13%
50+ 2% |
| Observations |
|
|
|
• After Koreans and Japanese in the top two positions, the Chinese moved ahead of the Swiss with a nine per cent share of the overall market, 3.7 per cent percentage points more than previously (this corresponds with analysis by Statistics New Zealand, see page 7). Brazilians were also more numerous this year with a six per cent share. Meanwhile, there was some interesting diversification at the bottom of the table with NZ educators indicating a number of less common nationalities enrolling at their schools, such as Pacific Islanders and Filipinos.
|
|
• Providers tend to invest heavily in marketing in Asia (62 per cent of budget), with travel accounting for almost the same spend as agency costs overall.
• Eighty per cent of all business was generated via an agency, the highest figure of any country in 2008.
• Compared with our previous survey, average course prices were down by NZ$100. The comparative US$ conversion was cheaper too; US$895 as opposed to US$959 for the same price at this point last year.
|
Thank you to the following institutions for taking part in our Status survey:
Christchurch Polytechnic Institute of Technology, Christchurch; Edenz Colleges, Auckland; GEOS Auckland Language Centre, Auckland; King’s Education, Christchurch; Languages International, Auckland; Mount Maunganui Language Centre, Mount Maunganui; Rotorua English Language Academy, Rotorua; Seafield School of English, Christchurch; Eastern Institute of Technology, Napier; Embassy CES, Auckland; Taupo Language & Outdoor Education Centre, Taupo.
Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.
|
|
|
Contact any advertiser in the this issue now
The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.
|
|
|
|
|
